Swot Analysis

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Swot Analysis

Auntie Anne 's, Inc.
Company Overview

Company Overview

Auntie Anne 's, Inc., the world’s largest hand-rolled soft pretzel franchisor manufactures and sells pretzels. Its products include pretzel dogs, gourmet bread sticks, pizza knots, pretzel kits, mixes, twists, and baked pretzels, as well as various drinks and dips. The company was founded in 1988 by Anne and Jonas Beiler and is headquartered in Lancaster, Pennsylvania. . Auntie Anne’s, Inc was purchased in 2005 from Anne and Jonas Beiler by Sam Beiler, the company’s president and chief executive officer. The first franchise was opened in 1989 in Harrisburg, Pennsylvania. (Auntie Anne’s, 2010) Today the company supports over 300 franchisees, with more than 1,050 locations worldwide. The company recorded record revenues in 2008 of 333.4 million dollars, an increase of 8% over 2007. (Wikipedia, 2010)

SWOT ANALYSIS

|Strengths |Weaknesses |
|Socially and Ethically responsible |Franchisee Startup Costs |
|Franchising System |Franchise Labor |
|Strong Market Position |Saturated U.S. Market |
|Opportunities |Threats |
|Expanding Operations Concept |Growing competition |
|Growth in International Market |Economic recovery |
|Opening Operations in sports arenas |Unfavorable Franchise Legislation |

Strengths

Cited: Auntie Anne’s franchising. 2010. Auntie Anne’s. 24 March 2010 “Auntie Anne 's Hand-Rolled Soft Pretzels.” Entrepreneur. 2010. Entrepreneur Magazine. Auntie Anne’s franchising. 2010. Auntie Anne’s. 24 March 2010 Children’s Miracle Network. 2010. Children’s Miracle Network. 24 March 2010 Franchise Mall. 2010. Franchise Mall. 24 March 2010 “Top 50 Franchises - Large Systems.” Franchise Business Review

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